Social media & cityfm89

Social Mediaand its Impact on the Branding of City FM89.
FINAL THESIS
Syeda Sani-e-ZahraBukhari
LITERATURE REVIEW:
Having a goal to obtain genuine and realistic outcomes in the closing stages of this
research, researcher has gone through and digs out the relevant information from different
social websites. For the existing presentation of actual image of social media marketing
researcher has extorted extremely important material from a variety of websites especially
existing pages on the popular social site i.e. Facebook. Some international research studies
have been also taken into account studied and re-evaluated to gain awareness of the
competence of social media marketing. The end result of those research studies has been
extracted in this chapter. Apart from the research papers are reviewed and taken into
discussion researcher has also included the expert outlook of Peter Collins and Clive Hornsby
admins of Facebook page named ‘social media marketers’.
In fresh era social media has gained so much popularity and has become common for the
advertisement/marketing of the business as well as critical for the business growth.
Universally known social sites around the world are Facebook, twitter, LinkedIn and
Friendster etc. All social sites have gigantic number of clients/ users to converse with each
other i.e. for socializing purpose and at the same time these users become a target market for
many businesses. Along with other marketing techniques, social media has demonstrated
itself as a most arranged, efficient and effective mode. Fortunately Pakistan has also adapted
this mode of marketing.
BRIEF TIMELINE OF SOCIAL MEDIA:
The social media has started in early 70’s when the first email system was materialized
and since then it keeps on developing and has passed from many stages like from Bulletin
Board System (B.B.S) to transfer data from very first socializing site GEOCITE to socialize

FINAL THESIS
and first messenger i.e. A.O.L messenger. Later it progressed an social sites like Facebook,
Twitter and LinkedIn stepped in.
ROLE OF SOCIAL MEDIA MARKETING:
Kelly Gardiner, a blogger and author, in one interview has emphasized the significance of
social media by considering the social networking sites as a part of the world, she further
stated that being active on social networking sites bring enormous benefits. Kelly as an
author has gathered information from numerous people all around the world about publishing
tends, grants, competition, industrial issues and updates from historians, she explored it as a
great source of gathering information right from the horse’s mouth.
She further added that recently she feels a pleasant change that she is getting immediate
feedback from readers and book bloggers which enables her to know what are her strengths
and weaknesses and what the reader wants to know. She said that social media has facilitate
her a lot. In her day job she manages websites so therefore being active on social media is
somewhat integrated with her job as well and she is enjoying it. (Digireado, 2011)
Allow me to share the views of Houssem the social media enthusiast; in his bog he
highlighted what a large number of people think about social media and what it is in real.
According to him people think that it is all about monitoring fans/followers, giving them
feedback .e. replying to comments, checking inbox, posting the content to engage the
fans/followers and updating status whereas according to Houssem this is only the start of
offering your services as a social media manager/analyst. There are many other
responsibilities that come with the position of social media analyst/manager. A social media
manager has to create blog content, distributing it, managing reputation, building an effective
social media plan and also monitoring all these mentioned duties. In social media it is all
about doing all the mentioned duties along with the basic duties in such a unique manner that
capturing attention wouldn’t be a big deal for the social media analyst. (Houssem, april 2012)
Another author named Rob Williams from OrangeJack LLC emphasized on social media
as according to him it is important for all business people to participate in the conversations

FINAL THESIS
happening online about their brands. According to him as it is easy for people to publish
content about the brands whether it is good or bad therefore, it makes a necessary for you to
join them in their valuable conversation. Being in touch with your consumers as well as your
rivals make you to control the situation before it can be worsen. Plus it is easier to contact the
bloggers who are influential to make your brand worth. (Williams, 2009)
The purpose of sharing the thoughts and perspective of different bloggers and authors is to
share a fact that social media is not only for interacting and meeting new people, it’s beyond
that. It is a whole new world to discover by the marketers and business people.
Now a day’s social media is not only helping old businesses to grow but also providing a
great opportunity to young minds that are willing to start their small scale business.
And this thesis is tend to provide examples of those brands which utilized and availed the
platform provided by social media at their level best and proved to be successful by capturing
a remarkable market share or become successful in creating remarkable brand image in
consumer’s mind. May be these brands are not as popular as Nike, Nokia, KFC, McDonalds,
BMW or Pepsi but these young people are running a successful business and making profits.
All businesses, in this era, are trying their best to utilize social media for marketing and
promoting their business as it is new, advance and well known trend in the market. The main
inspiration behind this sudden change is to draw attention of consumers towards the brand in
more effective manner.
In short social media is not only helping business people to promote their business but also
allowing them to know their customers easily. And not only this, social media is also
providing opportunity to young blood to realize the need of product and services to enter in
business world.
PAKISTAN AND SOCIAL MEDIA:
Talking about social media marketing is directly related to the usage of internet facility.
There was an era when internet facility was only limited to large multinational companies/
organizations. But as soon as it become common with the common usage of desktop

FINAL THESIS
computers, laptops, I pads etc social media stepped in and become very popular and common
in no time.
Khawar Siddique is a social media manager and on inquiring about social media he stated
with the great disappointment that although businesses have admitted the importance and
significance of social media but still they are not utilizing it completely or at their best levels.
According to Khawar Siddique social media is more popular in youth and young blood is
extracting more useful results in terms of starting their businesses in Pakistan. (Maverick,
2011)
SOCIAL MEDIA: APPRECIATION AND CRITICISM:
It is very obvious that everything is appreciated and criticized at the same time. And this
happens to social media as well. Social media gained recognition in very small span of time.
It has appreciated as well as criticized by many.
The chief criticisms faced by social media are;
 It can be used by STALKERS.
 It can be used by child serial-killers and other fraud criminals do seek their
targets via social media.
 Privacy and security issues. (Chapman, 2009)
Whereas the appreciation it received is;
 It is useful to interact with the friends and other people.
 It is useful to share views about anything.
 It is useful for business, whether an old one or new one, to create awareness,
to capture customer attention, to find out what is the brand image in customer’s mind,
to interact with the present consumers to know what changes they want and how
satisfy they are.
 Now a day social media analyst is the new job which has been created by the
social media.
 Bloggers gained more attention by social media.

FINAL THESIS
BRAND STRATEGY:
According to business dictionary brand strategy means creating a long lasting support by
understanding the customer’s expectations and priorities. (dictionary, n.d.)
BRAND IMAGE:
A perception and views of consumer’s about the brand can be stated as brand image.
These views are directly related how consumer feels about the particular brand as well as
how consumer gather all the qualities, characteristics, attributes, traits, ideas and features of
the particular brand by getting awareness by traditional or non traditional marketing methods
and techniques. (Dictionary, n.d.)
Brand image possesses great importance in brand development process. As if consumer
has a negative brand image than brand faces many trouble to gain recognition.
BRANDING VIA SOCIAL MEDIA:
The aim of all business people and marketers is to build a brand in such a strong way that
brand become very successful that is the reason why branding should be done in a very
careful, fool proof and error less manner. There are several companies where the brands
become so popular, well-known and successful just because the brand manager considered
and focused on the detail on how they wanted to distinguish their selves from their
competitor and to convey the message to consumers and customers who they actually are and
what are they offering?
This is the reason that social media and branding works together. Social media allows
company to connect their spectators directly and easily and to build friendly relationship with
them. (Pencak, 2011)

FINAL THESIS
REASONS OF BEING ACTIVE ON SOCIAL MEDIA:
Facebook marketing services provide numerous advantages to business owners. Kate
Walling draw attention to some objectives which can be easily executed by business owners
especially small scale business owners by using social media.
Those objectives are; (Walling, 2012)
 As it is a cyber age, therefore today’s customers are more concerned to
find their required goods i.e. products and services to be online, therefore,
customers are supposing a business to be there. Customers are finding the
services/ products they need on internet, on social sites not because to understand
the present features of services/product but also to identify the positive and
negative features of those products/services i.e. what other people are talking
about their business as well as consumers/ customers do compare it with its
competitor easily.
 Business should be present on social sites not only to make people
aware of its presence but also to know what the people say about it i.e.
understanding and evaluating the word of mouth. As people are going to share and
exchange their thoughts about your products/services no matter you are there or
not.
 Business do grow more when the brand has its own voice, therefore,
business should take benefit of the opportunity of being on social media to
provide voice to the brand of your products/services.
 By availing the panorama of social media business can strengthen the
brand locally as well as globally.
 Businesses can also create blogs for their business support and
awareness. Blog writing is also a skill an art which is used and enhanced through
social media. Bloggers do avail social media to spread their word.
 Businesses can search for new shareholders for investment purpose.
 Social media can be utilized by a business for a purpose of maintaining
good relationship with the customers.

FINAL THESIS
 To communicate their C.S.R activity with the public, social media has
proved itself as a perfect platform.
 To share the culture of the organization by sharing the pictures of
offices etc
 Business can acquire opinions of the audience and can utilize or
execute those opinions as an opportunity.
 Business can connect through social media with the local as well as
international media for marketing purpose or diversification in their
products/services.
 Businesses also strengthen their brands on social media by sharing
their expertise in their field.
 (COIMBATORE SOCIAL MEDIA, 2012)
SUCCESSFULL BRANDS ON SOCIAL MEDIA:
INTERNATIONAL BRANDS:
Swati a blogger shared her article on the website titled buzzom.com that revitalization of
brands by the social media campaigns has got very common because the marketing campaign
ran on social media helps brand to be more evident and observable which increases the
number of targeted customer turning them into consumer if the message has been conveyed
properly and clearly.
According to Swati, social media marketing can be done on single social media site or it
can be done through various social media sites but the main thing is to attract more customers
as well as conveying the clear message properly. Every marketing campaign is started to
fulfil numerous objectives. Following are the some objectives for which a brand owner
decides to start marketing on social media sites.
 Brand introduction.
 Increasing or creating awareness.
 To make brand more evident.
 To build brand image/ to change brand image.

FINAL THESIS
 To add positivity in brand image i.e. to strengthen it.
 To provide online customer support/ to solve consumers’ queries.
 And many more. (Swati, 2011)
Some of the successful business campaigns on social media bringing fame to their brands
in very short span of time; these campaigns have used different innovative ideas and have
been very successful in capturing attention of people. Some of these campaigns are
mentioned below.
 The Bing Farmville Engagement.
 Domino’s Pizza.
 Papa John’s Speciality Pizza Contest.
 Kohl’s Cares.
 Ford Explorer Promotion.
 Bangles By Vinod (a bangles business in Singapore gained attention of
millions of ladies around the world)
I would like to draw attention to one of these listed brands in discussion
DOMINO’S PIZZA:
Domino pizza has been revitalized with the help of social networking sites.
Domino’s Pizza was receiving many negative comments from customers frequently. Due
to these negative comments company was losing its consumers.
As a solution, company revitalized their brand by creating Facebook page where the fans
of brand could share their views their complaints and communicate what they disliked about
the pizza or management. By listening to their consumers company did their best to
overcome and solve all complaints of their fans and added the demanded items to delight
consumers. By doing this activity brand’s image was improved to remarkable level. (Swati,
2011)
LOCAL BRANDS:
There are various brands which gained attention of consumers and capture a remarkable
market share through social media in Pakistan.

FINAL THESIS
As in Pakistan social media is mostly used by youth therefore youth has utilized the social
networking sites very well. In Pakistan, young blood has availed social media and develops
their businesses and has created brands. Most of the brands on social media are actually
owned by youth that had idea but didn’t have enough finance to start their business by having
an outlet.
Plus these brand creators had a good knowledge about usage of the social media that how
can they utilized it for business promotion. But still they need to learn more about social
media marketing.
These local brands are;
 14th street pizza.
 The perfection handmade jewellery
 Loud tees (tee-shirts)
 Love in a Basket (fashion accessories)
 ZAHRSSS (Performing Arts Production Company)
 L'étoile Création (accessories made by clay)
 Life Twinkles (customized note books and charm, home based business)
 Royal Bangle Collection (home based business of bangles)
 Glitter & Swirls (handmade paper crafts home based small business)
 Vibrant Cosmetics (home based business of cosmetics)
 Ecstatics (business and brand for different Fashion accessories)
 Ninthwest (clothing)
 Karma (fashion house)
 Hijab House (a brand is strengthen by social media)
 Asifa and Nabeel (clothing business providing lively embroideries of Kelash
and Sindh)
 Needle Impression (clothing business providing designer embroidered fabric)
 Threads and Motifs (fabric business)
 Aerosoft’s House (house of shoes)

FINAL THESIS
 Eye Love Makeup (selling international brand of Rivaj-UK Cosmetics in
Pakistan)
 BnB Accessories (fashion garment and accessories for men and women)
 Elegant Artificial Jewellery. (Online business of jewellery)
 Wangaan (bangles brand)
 Celladora (designed dresses online business)
 Simi’s Bangles (handmade fashion accessories)
 Odara (clothing online business)
 SN accessories (Lahore based online business delivering products all around
the world)
These above mentioned brands are local brands of Pakistan; most of them are Karachi
Based. And not only this, most of them are run by youth especially different handmade
accessories brands as well as tee-shirts. Few business owners are male who created a
successful business by availing the creativity of their mother and sisters and availed the
platform provided by the social networking sites. (Facebook.com)
CITY FM89:
An extremely admired live FM Network presenting a wide variety of music across the
country; offering live radio service in cities of Karachi, Lahore, Islamabad and Faisalabad.
The FM network basically headquartered at 11 Dockyard Road, West Wharf Industrial Area,
Karachi, Pakistan. The network has a Slogan of ‘We’re playing your song’
Main Programs
 Jump Start-B2B
 The Breakfast Show
 Coffee Republic
 Midday Magic-B2B
 Sunny Side Up City 89

FINAL THESIS
Main Artists
 Macklemore and Ryan Lewis
 Imagine Dragons
 Pitbull
 Bastille
 PSY
REFERENCES
Chapman, C., 2009. The History and Evolution of Social Media. [Online]
Available at: http://www.webdesignerdepot.com/2009/10/the-history-and-evolution-of-social-
media/
[Accessed 2012].
COIMBATORE SOCIAL MEDIA, 2012. Facebook Marketing Services Provide Several Advantages to
Business Owners. [Online]
Available at:http://www.coimbatoresocialmedia.com/facebook-marketing-services-provide-several-
advantages-to-business-owners/
[Accessed 9 oct 2012].
Dictionary, B., n.d. http://www.businessdictionary.com/definition/brand-
strategy.html#ixzz1werMw16i. [Online]
Available at:http://www.businessdictionary.com/definition/brand-strategy.html#ixzz1werMw16i
dictionary, n.d. brand image. [Online]
Available at: http://www.businessdictionary.com/definition/brand-image.html
Digireado, 2011. Authors and Social Media: An interview with Kelly Gardiner. [Online]
Available at:http://digireado.wordpress.com/2011/09/26/authors-and-social-media-an-interview-
with-kelly-gardiner/
[Accessed 07 10 2012].
Facebook.com, n.d. Facebook. [Online]
Available at: www.facebook.com

FINAL THESIS
Houssem, april 2012. Top Three http://www.hqsocialmedia.com/top-3-things-social-media-
managers-need-to-learn-to-double-triple-or-even-quadruple-their-income/. [Online]
Available at:http://www.hqsocialmedia.com/top-3-things-social-media-managers-need-to-learn-to-
double-triple-or-even-quadruple-their-income/
Maverick, 2011. Pakistan’s Social Media Summit 2011. [Online]
Available at: https://www.facebook.com/notes/maverick-and-friends/pakistans-social-media-
summit-2011/235327639821560
Pencak, S., 2011. Social Media and Branding for Small Businesses. [Online]
Available at:http://www.mymagneticblog.com/social-media-and-branding-for-small-businesses/
Swati, 2011. 10 Successful Social Media Campaigns You Can Learn From. [Online]
Available at: http://www.buzzom.com/2011/08/10-successful-social-media-campaigns-you-can-
learn-from/
Walling, K., 2012. 25 Reasons Why Every Business Should Be on Social Media. [Online]
Available at: http://scrappyface.com/2012/03/25-reasons-business-social-media/
Williams,R.,2009. What Is Social Media Marketing?, s.l.: orangejack.com and 11marketing.com.

FINAL THESIS
RESEARCH DESIGN AND METHODOLOGY:
NATURE OF THE RESEACH
 Qualitative research
Qualitative research is conducted to disclose a target audience’s range of behaviour and
the views and perceptions that become stimuli for certain behaviour. It consumes and avails
extensive studies of small groups of people supporting in the formation of the hypothesis.
Now a day’s qualitative research has been utilized in marketing field by the marketers. It
includes detailed interviews with individuals, group discussion (from two to ten respondents
usually), focus groups, diary and journal articles, and relative and keen observation.
Qualitative research provides convenience in contacting respondents by telephone or via
internet. The end results of qualitative research are normally descriptive (Saunders, Thornhill
& Lewis, 2003).
PURPOSE OF THE STUDY
 Descriptive
A descriptive study is initiated with the motive to understand the impact of social media
marketing on the brand development of radio station CityFM89 accurately. The study is
basically an effort to clear the picture of this new non traditional approach in marketing.
TYPE OF INVESTIGATION:
 Co-relational
The co relational investigation has been opted for this research to find out the relationship between
the role and the impact of social media marketing and the brand development of cityFM89 radio
station.

FINAL THESIS
The co relational type of investigation indicates that there are many other variables that can have
the impact on the brand development of cityFM89 radio station. Those variables can be the content of
radio station, the RJs of radio station, audience involvement, and many more.
STUDY SETTING:
 Non-contrived.
The data for this research study has been gathered from social media most importantly
official Facebook page of CityFM89 . For the research purpose researcher will try the best to
get in touch with social media analyst like Kim Grast who run the Facebook page of Business
Consultancy to acquire their view about the importance of social media marketing. There
would be no chance of manipulating the environment for the experts as well as respondents
as all the data will be acquired online.
DATA COLLECTION METHODS:
 Secondary data,
 Social media analyst interviews
 Interviews of audiences of city fm 89.
The research has been conducted online i.e. all the information that has been mentioned in
the study is taken from social networking site mainly Facebook and twitter. The interviews of
social media analysts and consumers are also done online. The research is 100% based on
internet especially social media sites.
TIME HORIZON:
 Cross sectional
A cross-sectional study fulfils the aim when it is conducted just once, over a period a days
or weeks or months, in order to answer the research questions (Saunders, Thornhill & Lewis,
2003). The basic motive of accomplishing the data collection for this research only once is

FINAL THESIS
that on social media numbers and figures changes very quickly. Therefore, the chances of the
data suspension are very high as the data and information which was gathered yesterday may
become obsolete on today’s date. This kind of contradiction may affect research making
results vague.
For the purpose of reaching the conclusion and analysing part of this research study data
collection has been conducted once.
EXTENT OF RESEARCHER’S INTERFERENCE:
 Minimal
The researcher influence would only be limited to asking leading questions to social media
analysts and consumers as the questions were asked via email therefore, researcher had no
chances to influence the respondent at any stage.
UNIT OF ANALYSIS:
 City FM 89 via social media presence.
The research’s basic aim is to study the role and impact of social media on brand
development of City FM89.
SAMPLING TECHNIQUE
 Netnographic sampling technique
 Convenience sampling
NETNOGRAPHIC SAMPLING TECHNIQUE
Netnography is the behavior of individuals on the internet that avails online marketing
research technique to provide useful perception. Netnography is opted because it’s faster,
simplest, and low cost technique for sampling (Saunders, Thornhill & Lewis, 2003). It is
naturalistic and low profile method of sampling. The term netnography is a combination of

FINAL THESIS
ethnography and internet. The respondents are more likely to be reached easily through this
technique in comparison of other techniques like focus groups or one on one meeting.
CONVENIENCE SAMPLING
Convenience sampling is a technique in which respondents are selected through their easy
accessibility and immediate response to the researcher (Saunders, Thornhill & Lewis, 2003).
In this research the respondents are the user of the official fan page of CityFM89 and were
easily approached on Facebook. It was not only convenient for the researcher, but also to the
respondents as they will not require stopping their work to answer.
SAMPLE SIZE
50 respondents will be selected to conduct this research. Among 50 respondents 20 will be
selected from twitter and 30 will be selected from Facebook.
TREATMENT OF THE DATA GATHERED
The data that will be gathered from online surveys and observation will be interpreted by
the following two methods.
 Case oriented method
 Grounded theory
CASE ORIENTED METHOD
The reason of opting case oriented technique is to consider and to clear the perception of
the process how social media marketing have helped in the brand development process of
CityFM89. Through this method researcher will interpret how and why the respondents have
been present at the particular social media page of CityFM89. This technique is appropriate
to understand the reliability and accurately of the respondents perceptions and ideas about
CityFM89.
According to researchers this technique is helpful in understanding and building
relationship between both communications. (Saunders, Thornhill & Lewis, 2003)

FINAL THESIS
GROUNDED THEORY
By using this theory for the interpretation of the data gathered will provide aid to bring the
logical theory which has been created on the foundation of the observations and have been
summarized in the theoretical form in the research. The reason to opt this technique is to
understand whether the audience i.e. consumers of CityFM89 and the management of
CityFM89 both have perceived the social media marketing important in same way. This
technique will be helpful for researcher to acquire the theoretical data for the proving of
hypothesis of this research study.
HYPOTHESIS
The hypothesis formed for the research study is as under;
H0: Social media marketing has a positive and huge impact on the branding of CityFM89
H1: Social media marketing has no impact on branding of CityFM89.
REFERENCES
Saunders, Thornhill & Lewis, 2003. Research Methods For Business Students. 3rd ed. Harlow:
Financial Times/ Prentice Hall.
QUESTIONNAIRE # 1 – For Consumers/ Audience
1. Name: ________________________
2. Age: __________________________
3. Occupation: _______________________
4. Academic Qualification: _______________________
5. Are you the regular listener of City FM89?
6. How did you get to know about City FM89?
7. What is the reason of being on social media
8. Have you ever searched for the social media presence of City FM89?

FINAL THESIS
9. On which social platforms you are connected to City FM89?
10. What motivates you to be a member/ to the follower of the social page of City FM89?
11. How often do you visit the page of City FM89?
12. Why do you visit the page of City FM89?
13. Do you use the page of City FM89, to convey your message to the RJ’s?
14. In your view. What is the role of the social media presence, especially related to City
FM89?
QUESTIONNAIRE # 2 – For Admin & Managers
1. Name: ______________
2. Age: _____________
3. Qualification: ________________
4. Occupation: _______________________
5. Did City FM89 conduct any research studies before appearing officially in Social
media?
6. Did the marketing department show any special interest in social media marketing?
7. How did the marketing on social media was initiated?
8. Do all official accounts on social media like Facebook, Twitter, and Instagram are
managed by one person? If Not? then is there any coordination among them like do
they have any specific daily planning or not?
9. What motivates City FM89 to be on Social media?
10. What was the result of social media presence in the first month?
11. Have your audience ever contacted you through the official account of City FM89 for
their requests?
12. Has your audience mentioned your official social media account in their calls to the
RJs?
13. What was the strategy of City FM89 to engage the audience on the official account of
City FM89?

FINAL THESIS
14. Does City FM89 seek advice from any expertise like Social Media Analyst?
15. Does the official account of RJs are created as a part of the social media marketing
campaign?
16. Does the RJs/ marketing employees of City FM89 showed any resistance in the
decision of initiating a social media marketing campaign?
17. Which media was utilized in spreading the word about the social media presence of
CityFM89.?
18. As an admin, what was the worst experience on the official account?
19. As an admin, what was the best experience on the official account?

Social media & cityfm89

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